NEW YORK: A majority of US marketers believe that television advertising has become less effective over the past two years, spurring interest in exploring new ad and video commercial formats.
That's the conclusion of the fourth biennial TV & Technology survey conducted by the Association of National Advertisers and Forrester Research.
Among the study's main findings ...
- Sixty-two percent of marketers believe TV advertising has become less effective in the past two years, but close to half of the advertisers surveyed have already started to experiment with new ad types to work with DVRs and VOD programs.
- Eighty-seven percent of advertisers believe branded entertainment will play a stronger role in TV advertising in the coming year.
- Advertisers are eager to try new ad formats, including ads in online TV shows (65 percent), ads embedded in VOD (55 percent), interactive television ads (43 percent), and ads within the set top box menu (32 percent).
- Over 50 percent of marketers reported that when half of all TV households use DVRs, they will cut spending on TV advertising by 12 percent.
- Eighty-seven percent of respondents said they intend to spend more on Web advertising this year.
- Seventy-two percent of marketers are very interested in having individual commercial ratings rather than average commercial ratings.
"Marketers, in collaboration with the TV industry, will continue to find the most effective and innovative ways to reach their customers through the TV medium, utilizing the emerging technologies available to them."